The 1St Workshop on the Future of Winter Tourism (FWT2017) Collection of Papers
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Organized and hosted by University of Lapland and Multidimensional Tourism Institute (MTI) The 1st Workshop on the Future of Winter Tourism (FWT2017) Rovaniemi, Finland, April 3 - April 5, 2017 Collection of Papers How to cite? Authors (2017). Title of presentation. Paper presented at the Workshop in the Future of Winter Tourism 2017 (FWT2017), held at the University of Lapland, April 3-5, Rovaniemi, Lapland, Finland. Unpublished collection of papers, pp. XX–XX. The copyright remains with the authors. This booklet is printed as part of the workshop material. CONTENTS SWOT analysis of winter travelling in the Alps: A Delphi Approach for 2030 3 Jannes Bayer, Hubert Siller, & Astrid Fehringer Arctic charity tourism 17 Daria Mishina Future of winter tourism in Turkey: Destination strategies for the Erzurum-Erzincan-Kars Winter Tourism Corridor (WTC) 36 Gurel Cetin & O. Cenk Demiroglu Skiing unlimited? Acceptance of resort extension by skiers in Tyrol/Austria 54 Ulrike Pröbstl-Haider, Nina Mostegl, & Wolfgang Haider Roles of internal stakeholders in development of a destination brand identity - case Levi ski resort 63 Raija Komppula, Päivi Pahkamaa, & Saila Saraniemi Shaping the future of winter tourism in rural Austria. Experiences from an applied research project. 64 Bruno Abegg & Robert Steiger The transformative capacity of Norwegian ski resorts in the face of climate change 73 Halvor Dannevig, Ida Marie Gildestad, Carlo Aall, Robert Steiger, & Daniel Scott Environmental impacts of winter sport resorts: Where do we go from now? 86 Carmen de Jong International tourism demand to Finnish Lapland in the early winter season 107 Martin Falk & Markku Vieru Future tourism related climate of ski resorts in Northern Finland 121 O. Cenk Demiroglu, Kamil Collu, M. Tufan Turp2, Nazan An, & M. Levent Kurnaz Searching for arctic premium and luxurious lifestyle – Interpretations of the Lappish lifestyle brand and transmodern tourists. 128 V.A. Heikkinen Climate sensitivity of skier behavior and spatial distribution of skiers in Austria 137 Marc Pons, Eva Posch, Robert Steiger, & Marc Vilella Entrepreneurship in nature-based winter tourism under changing climate 149 Kaarina Tervo-Kankare Factors affecting cancellation behaviour: Is this prompted by a typical guest or specific weather condition? 150 Martin Falk & Markku Vieru Santa Claus Destinations: Nordic stage versus Anatolian Heritage 151 O. Cenk Demiroglu 2 SWOT analysis of winter travelling in the Alps: A Delphi Approach for 2030 Jannes Bayer1,2 Hubert Siller1, & Astrid Fehringer1 1Management Center Innsbruck 2Presenting author Abstract The Alps are one of the most important and popular tourism destinations within Europe. Even though culture, attitude towards and history differ within the alpine regions, tourism is a crucial economic factor. The different alpine regions form the Alps as an overall tourism destination, but are also competing with each other in terms of tourism arrivals and overnight stays. However, central questions about future developments and challenges are similar regardless of country or region. The purpose of this research was to bring experts from all across the Alps together, to identify relevant developments and trends, and to elaborate major forthcoming challenges including appropriate measures to strengthen alpine winter tourism with the help of a Delphi survey. Experts from the industry as well as academic experts with different origins and professional backgrounds supported this research. This contribution is an excerpt of the comprehensive research and focuses on the SWOT analysis made by specifications regarding strength/weaknesses and opportunities/threats. Results show of variety of current and upcoming areas of activities. Furthermore, recommendations are derived to meet these challenges. Keywords: Alpine winter tourism, SWOT analysis, Delphi approach, Forecast Introduction The Alps are one of the most important and popular tourism destinations within Europe. Eight different countries on a total of 190.959 square kilometres host over 100 million guests per year (Permanent Secretariat of the Alpine Convention, 2009). Even though culture, attitude towards and history differ within the alpine regions, tourism is a crucial economic factor. The different alpine regions form the Alps as an overall tourism destination, but are also competing with each other in terms of tourism arrivals and overnight stays. However, central questions about future developments and challenges are similar regardless of country or region. In the last years much effort was undertaken in developing year-round products and destinations (Weiermair & Bayer, 2016), partly influenced by current issues in politics and public. The wide spread discussion about climate change and its impact as well as the related image of the Alps within media may lead to the conclusion, that the future of winter tourism in the Alps is limited. But nowadays public image of the Alps is still strongly connected with winter, snowy landscapes and a unique winter atmosphere (Siller et al., 2015). Furthermore, the winter season is more valuable than summer season in terms of economic impact for some alpine destinations (BAK Basel Economics AG, 2016). The winter product as well as its quality and importance vary between alpine regions, but common facts and figures in order to compare destinations across the Alps are missing. It can be assumed that several upcoming trends and challenges in winter tourism will not only affect single regions, but the Alps as a whole. The purpose of this research was to bring experts from all across the Alps together, to identify relevant developments and trends, and to elaborate major 3 forthcoming challenges including appropriate measures to strengthen alpine winter tourism. As some challenges already exist and forthcoming challenges should be identified in a timely manner, the year 2030 was chosen as a timeframe. Winter travelling in the Alps is understood as a wide and interdisciplinary subject, which does not limit itself exclusively to winter sports, but also includes other travel motives and holiday purposes. Due to the interdisciplinary approach, the research topic was evaluated from various sides. Experts from the industry as well as academic experts with different origins and professional backgrounds supported this research. Methodological approach Introduction The Alps are one of the most important and popular tourism destinations within Europe. Eight different countries on a total of 190.959 square kilometres host over 100 million guests per year (Permanent Secretariat of the Alpine Convention, 2009). Even though culture, attitude towards and history differ within the alpine regions, tourism is a crucial economic factor. The different alpine regions form the Alps as an overall tourism destination, but are also competing with each other in terms of tourism arrivals and overnight stays. However, central questions about future developments and challenges are similar regardless of country or region. In the last years much effort was undertaken in developing year-round products and destinations (Weiermair & Bayer, 2016), partly influenced by current issues in politics and public. The wide spread discussion about climate change and its impact as well as the related image of the Alps within media may lead to the conclusion, that the future of winter tourism in the Alps is limited. But nowadays public image of the Alps is still strongly connected with winter, snowy landscapes and a unique winter atmosphere (Siller et al., 2015). Furthermore, the winter season is more valuable than summer season in terms of economic impact for some alpine destinations (BAK Basel Economics AG, 2016). The winter product as well as its quality and importance vary between alpine regions, but common facts and figures in order to compare destinations across the Alps are missing. It can be assumed that several upcoming trends and challenges in winter tourism will not only affect single regions, but the Alps as a whole. The purpose of this research was to bring experts from all across the Alps together, to identify relevant developments and trends, and to elaborate major forthcoming challenges including appropriate measures to strengthen alpine winter tourism. As some challenges already exist and forthcoming challenges should be identified in a timely manner, the year 2030 was chosen as a timeframe. Winter travelling in the Alps is understood as a wide and interdisciplinary subject, which does not limit itself exclusively to winter sports, but also includes other travel motives and holiday purposes. Due to the interdisciplinary approach, the research topic was evaluated from various sides. Experts from the industry as well as academic experts with different origins and professional backgrounds supported this research. 4 Methodological approach A Delphi survey was conducted in 2016 to identify major challenges and future areas of activity for winter travelling in the Alps. The Delphi approach as a technique is “the most popular judgemental forecasting method in tourism” (Lin & Song, 2015, p.1099) and therefore allows an outlook for the year 2030. In the following the procedure for this specific Delphi is explained. Figure 1 shows the timing of the Delphi procedure: Figure 1. Time schedule of Delphi survey. As of its interdisciplinary and transboundary approach, the survey should contain experts from the industry (IE) and academics (AE), both with different professional backgrounds, specializations and